An offshoot of the iconic Asha Gautam, GG by Asha Gautam is Gautam Gupta’s contemporary take on couture, fusion fashion, and luxury prêt.

With over two decades of experience in Indian textiles, Gautam brings a deep understanding of craft into a modern design language. The label seamlessly blends traditional techniques with contemporary aesthetics, working with skilled artisans and rich fabrics like organza, silk, Banarasi weaves, and georgette satin. Signature elements such as 3D hand embroidery and appliqué add a distinctive edge to each piece.

Since its launch in 2019, GG has carved a space in the fashion landscape with its fresh, versatile approach to fusion wear, couture, and luxury prêt. The brand also introduced “Style the Craft”, an initiative that reimagines Indian craftsmanship through a modern lens.

At its heart, GG is guided by a philosophy of conscious fashion—embracing sustainability through mindful practices like upcycling and artisan-led production. More than a label, it is a celebration of Indian crafts, redefined for a global, contemporary audience.

Our Brands

ASHA GAUTAM ✦ GG BY ASHA GAUTAM ✦ AVARTAN
ASHA GAUTAM ✦ GG BY ASHA GAUTAM ✦ AVARTAN ✦ ASHA GAUTAM ✦ GG BY ASHA GAUTAM ✦ AVARTAN ✦